Subandi, Elshaday Rindyanti (1352101) (2017) Pengaruh Endorse Credibility terhadap Brand Equity (Studi Iklan Nutrisari pada Mahasiswa Universitas Kristen Maranatha). Undergraduate thesis, Universitas Kristen Maranatha.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Endorse Credibility Terhadap Brand Equity (Studi Iklan Nutrisari Pada Mahasiswa Universitas Kristen Maranatha). Penelitian ini menggunakan Causal Explanatory, Teknik Pengumpulan data dalam penelitian ini menggunakan Kuisioner online yang disebar kepada 130 responden. Variabel yang digunakan adalah Endorse Credibility (X) dan Brand Equity (Y).Berdasarkan hasil penelitian menggunakan SPSS 24 terdapat pengaruh Endorse Credibility terhadap Brand Equity dan berpengaruh sebesar 20,4 % secara simultan dan sisanya sebesar 79,6 % dipengaruhi oleh faktor lain seperti keputusan pembelian konsumen, dan loyalitas pelanggan.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Endorse Credibility, Celebrity Endorse, Brand Equity. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Economics > 52 Management Department |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 10 Apr 2017 04:20 |
| Last Modified: | 10 Apr 2017 04:20 |
| URI: | http://repository.maranatha.edu/id/eprint/22427 |
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